How To Avoid This Costly Practice Marketing Mistake.
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In the orthodontic profession, it's common to meet practices concerned with their reduced level of new starts.
Sometimes, these practices aren't marketing themselves externally at all. Other times the culprit is less than optimal internal systems for that practice, or subpar fee presentations by a treatment coordinator who lacks the persuasiveness to illustrate patient benefits and the VALUE that patient will receive in exchange for their investment.
But the one thing that most orthodontic practices don't understand or embrace, is the fact that at any given time, out of all of the families with necessary disposable income AND children present between the ages of 7 and 13 in their market area, only a small percentage are "Appointment-Ready" for orthodontic treatment.
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Most Orthodontic Practices Make This Huge Mistake.
95% of the orthodontic practices I have met in the past 10 years ONLY evaluate their marketing based on the immediate, quantifiable new starts their marketing generates within a very short time after they perform a marketing "touch". I define a marketing "touch" as a prospective patient being exposed to your practice marketing message, through targeted direct mail, a patient referral, a dentist referral, a social media connection, an online marketing ad, a sports team you sponsor, presentation you give at an area elementary school, etc.
If within several months of said marketing "touch", no (or few) tangible new starts have occurred, these practices frequently give up on the benefits they may be deriving from their marketing effort, and frequently they jettison this marketing effort altogether.
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Build Trust, Credibility And Brand Recognition By Educating The "Investigators" In Your Target Market.
What most orthodontic practices fail to understand is that 85% of those families in your market area with necessary disposable income and children between the ages of 7 and 13, who are interested in orthodontics for their children, are not ready to make an appointment at any given time. We call these valuable potential patients "Investigators".
Families are "Investi gating" orthodontics for many different reasons. Some aren't yet convinced that your practice is their best choice. (After all, don't you want to make the BEST choice whenever you spend $5,000 on a product or service?) Some may believe that you are their best choice, but they're waiting until they receive a holiday bonus or income tax refund before calling an orthodontist for an appointment. Some were given 3 business cards to area orthodontists by their family dentist, and they've been too busy to call any, or all of you for a consultation.
What is most important, is that most "Investigators" become "Appointment-Ready" on their own time schedule, not yours. Thus, it is your job to keep in touch with them, not theirs. This is why it is critical to set up a comprehensive practice marketing campaign that stays in touch with the prospective patients in your market area on a consistent basis.
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In addition, it is critically important that your marketing campaign includes 2 components:
#1 - Time-sensitive offers for those "Appointment-Ready" patients to motivate them to seek treatment from your practice now, and not your competitors.
#2 - Provide a path for the "Investigators" in your market area to learn more about your practice, the value you provide, and the benefits these families will enjoy when they select you as their orthodontist. This information should position your practice as the "orthodontic expert" in your area, so that when these "Investigators" become "Appointment-Ready", they will call your practice because you have taken the time to educate them, which built trust in their eyes and helped them make an informed decision.
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Your Practice Marketing Campaign Needs To Focus On Helping A Potential Patient Make An Informed Buying Decision For Their Family.
For the last 10 years, GetOrthoCases has used this approach to successfully increase new starts for orthodontic practices throughout the U.S. In fact, last year, our clients average return on investment with the GetOrthoCases Practice Marketing System was 424%. Our clients with persuasive treatment coordinators and efficient internal systems enjoyed returns as high as 1200%
If you are interested in more information about how we do this, ask us about the GetOrthoCases Website Marketing Reports when you make contact with one of our Practice Marketing Consultants.
Your Next Step: If you want to learn how GetOrthoCases will greatly increase new starts at your orthodontic practice, call today at 1.888.657.2762, visit us on the web at www.GetOrthoCases.com, or email us at sales@GetOrthoCases.com and request more information, or a date and time for one of our Practice Marketing Consultants to give you a call.
Remember, orthodontic practice marketing is what we do, and all we do. Our system works....just ask our clients:
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"I can guarantee you that GetOrthoCases will get you new starts in your door consistently. Their direct mail marketing absolutely works and may be the #1 best marketing pearl I've ever gotten."
- Dr. Len Kessler, Forked River, NJ
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"We've just completed our 7th year using the GetOrthoCases Direct Marketing System because it's very successful. This past 12 months we've started 126 patients from our direct mail campaign. I can testify that their system works...it has been very profitable for our practice."
- Terry McCormick, McCormick Orthodontics, Oxford, PA
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"The GetOrthoCases Marketing System has been an excellent marketing investment for our practice. Your
Patient Referral Brochures cost us less than $1,200 and we've started 29 patients as a result of this marketing piece. We've also been using your targeted direct mail for 5 years now. In the past year we've had 41 new starts from our
direct marketing campaign with your company. Obviously, we're pleased with our results." - David McSurdy, DMD, Collegeville, PA
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Receive 1,000 FREE Patient Referral Brochures
with any 2011 Marketing Plan.
($1,098 value)
OFFER EXPIRES 6/30/11.
Not valid with any other offer, or previously placed order.
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Order 1 GetOrthoCases Website Marketing Report,
get the 2nd Report FREE!
($499 value)
OFFER EXPIRES 6/30/11.
Not valid with any other offer, or previously placed order.
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Best regards,
Andrew Zuch
GetOrthoCases
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